Amid great excitement, Louis Vuitton has joined Formula 1 as an Official Partner in a 10-year agreement that places the House at the heart of this journey of champions. As the prestigious motorsport competition celebrates its 75th anniversary through 2025, Louis Vuitton will play an active role at the most emblematic race destinations, becoming a beacon for athletes and fans alike.
Through a parallel quest for innovation, both Louis Vuitton and Formula 1 constantly push the limits of their universes, and their common values will be showcased as a combined ambition to support triumphant stories. Furthermore, this partnership represents the shared pursuit of excellence at a time when fashion, culture, entertainment, and sports are converging like never before. This fusion was one of the reasons behind my creation of Driven Women Magazine almost a decade ago.
At the opening round of the 2025 Formula 1 season Louis Vuitton was the naming rights sponsor for Australian Grand Prix in Melbourne. The on-track signage for Louis Vuitton was revealed, a newly rendered in dynamic graphic form with a reimagined Louis Vuitton signature “in motion”, specially conceived for the Official Partnership between Formula 1 and the House. The design captures a sense of velocity and heat, a nod to the high-speed intensity at the heart of Formula 1 racing. The first Trophy Trunk created by Louis Vuitton as an Official Partner was also revealed, housing the unique dish-shaped trophy inspired by Brabham’s 1959 Cooper-Climax T51 steering wheel.
Like all bespoke Louis Vuitton designs, the Formula 1 Trophy Trunks are being assembled at the historical atelier in Asnières, France where some of the first ‘auto trunks’ were produced under the direction of Georges Vuitton (son of Louis Vuitton), who anticipated the rise in demand for cars as early as 1897. When Georges foresaw the growing popularity of cars and travel, he created a durable canvas material called “Vuittonite” to substitute for leather, which ensured the trunks could withstand the elements knowing that they would be mounted on the rear of the vehicles and exposed to the elements. This invention would evolve into today’s iconic Louis Vuitton canvas.
Louis Vuitton established an initial link with Formula 1 through a partnership with the Automobile Club de Monaco, that comprised developing and presenting the Trophy Trunk for the Formula 1 Grand Prix de Monaco between 2021-2024. Yet the Louis Vuitton victory Trophy Trunk also stands as the ultimate symbol of triumph across some of the world’s preeminent sports competitions such as FIFA World Cup, the Ballon d’Or, the Olympic and Paralympic Games Paris 2024, and the America’s Cup.
Monaco, nestled between the Alps and the Mediterranean Sea, is a prestigious metropolis, rich in history and a legacy of elegance. This is directly reflected in the circuit that once again hosted the world’s top drivers and teams in May of this year, with Louis Vuitton bringing its legacy of elegance and innovation to this global sporting spectacle. This occasion not only affirmed the city’s prominence as an international centre of automobile sport but also celebrated the enduring relationship between Louis Vuitton and this Mediterranean jewel, reflecting a shared passion for the magnificence and tradition that defines them both.
The Trophy Trunk presented on the podium of this year’s Formula 1 TAG Heuer Grand Prix de Monaco was painted in colours pay tribute to the Monaco flag representing the vibrant and rich culture of the country. The Monaco Trophy Trunk serves as a further embodiment of this connection: the red color of the Monaco flag adorns the emblematic Monogram of the House covered with an iconic V – both for “Victory” and “Vuitton” across the front doors, in white and red. The iconic “V” is painted in a unique local colour scheme for each of the 24 races this season and set against the classic brown background.
From the atelier to the paddock, overlapping themes of teamwork, precision, and inventiveness bond the two worlds of fashion and sport, and the broader ambition of greatness shared by Louis Vuitton and Formula 1 that underscore the relentless quest towards victory. The surging global popularity of Formula 1 means that more and more people will witness the sport’s iconic and emotional moments, with Louis Vuitton ensuring that every triumph lives on and perpetuates the tradition that marks new milestones.
The Louis Vuitton Trophy Trunks are considered archival pieces and, as such, remain in the property of Louis Vuitton. They may be displayed publicly in the future, similar to last year during the Olympics where the Malle Courrier was the focus of an exhibition at the family home of Louis Vuitton in Asnières, France, but there are currently no plans for anything like this with the Trophy Trunks.
Louis Vuitton’s involvement with Formula 1 is part of the LVMH partnership as a new Global Partner, reaching hundreds of millions of fans worldwide. Many will witness the sport’s most iconic and heartfelt moments, with LVMH ensuring that these successes are forever forged with not only Louis Vuitton, but their other iconic brands Moët Hennessy and TAG Heuer. This partnership is ultimately an affirmation that “Victory Travels in Vuitton.”
Photographs © Louis Vuitton.